The Florida Bar
Raising the Bar for Legal Professionalism
Board certification enhances the competency, professionalism and credibility of attorneys in various specialty areas. So it was a strategic goal of The Florida Bar to increase the prevalence of board certification and the awareness of its importance among the public. As The Florida Bar’s strategic communications partner, Sachs Media launched an integrated communications campaign to enhance the perceived value of board certification to attorneys and consumers alike. With insights from a statewide survey of Floridians to understand public perceptions, we created a digital kit for board certified attorneys with an FAQ, talking points, and shareable assets, including a sample blog, an infographic, rack cards in English and Spanish, and digital badges. We used digital advertising and a Florida Bar News article to share the benefits of board certification with non-board-certified lawyers.